(Millennial) Jean...she's awesome!
To continue my series on Millennial Wine Consumers, next up is Jean, a dear, dear friend who is on the cusp of the Millennial generation and has a different experience with wine than Matt, my first interviewee.
I incorporated many of the questions from the comments section of the last interview (thanks for all your contributions!) and I think you’ll find Jean’s response to those and my other questions realllly interesting!
Since I sang Matt’s praises, let me say that Jean is a fun, smart gal with an unmatched intellectual curiosity. She is 100% organized (we tease her about it all the time) and 1000% dependable. We’re also convinced that she either doesn’t sleep or has found more than 24 hours in a day to accomplish all that she does. (And no, I don’t get paid to say these things.)
So, without further ado, let’s meet Jean!
THE INTERVIEW
1. How old are you and how often would you say you buy wine?
I’m 29 (soon to be 30!) and I probably buy wine at least once a week. Maybe more. My goal is to have at least one white and one red at home all the time, but usually I have at least two bottles of each. I shoot to have different varietals and even different brands – it keeps things more interesting for me and gives guests more options.
2. Have you ever purchased wine online, directly from a winery or online retailer?
I have! Just once, I think. Last year I ordered Lamborn wine online as a Christmas present for my dad. We’d tried it on a trip together [because the winery name holds family significance] and I remembered that he had really liked it. When I couldn’t find it locally, I bought several bottles online. According to my mom, it was a hit! But I’m more likely to purchase in person when I’m already out shopping. It just seems easier.
3. Have you ever been to a tasting room at actual wineries?
I’ve been to tasting rooms in Napa, Sonoma, and the Central Coast. My best experiences have been at places where the staff has been friendly and informative.
If the atmosphere is welcoming, and we have the opportunity to learn a lot about the wines and the vineyard, I’ve noticed that I tend to feel more loyal and emotionally connected to the wineries. When the staff is rushed and inattentive, I become more eager to leave.
Other factors in a welcome atmosphere are décor, food samples, and areas for guests to picnic and linger.
4. Have you ever been to a structured tasting event at a local wine shop? If so, what’d you think of it?
I’ve been to a few wine tasting events that raised money for local non-profits. They were a lot of fun. I definitely asked questions, took notes, and made some purchases, too. I think being at a fundraiser and getting excited about the cause got us in the spirit of spending money.
I don’t think that I’ve been to a tasting event at a local wine shop, specifically, just because I haven’t heard of any. It’s something I would be interested in, though!
5. How do you decide which wine(s) to buy if you’re at a store?
Most often I probably go with what I know. I’ve got my favorites like Clos du Bois, Kendall Jackson, Yellow Tail and Chateau St. Jean.
Otherwise, I’d say that memories and sentimentality factor in. If a wine reminds me of a really pleasant experience that I’ve had, or someone that I care about, I’m more likely to buy it.
Region can also be a factor for me. I’ve spent a lot of time in Spain, so I’m partial to Spanish wines (we served Vina Santurnia Reserva 2003, Rioja at my wedding). I’m loyal to California since I live here and I expect that I’ll be buying more wine from Argentina after my trip there this summer.
Price is another factor – though my target range changes with the occasion. If we’re hosting a small dinner party I’m more likely to go with something pricier. For large groups, I look for less expensive wines. And, of course, the label. I like “pretty” labels. I can’t really tell you what that means, except that I’ve noticed myself noticing.
6. If you gift wine personally or professionally, what factors into those decisions?
I’m especially inclined to go with a brand that I know when I’m gifting wine. I want to make sure that it’s good! Otherwise, price range and label are probably the biggest factors. If I know that my intended recipient has a favorite wine, or if we’ve enjoyed something together, then I’m also likely to go with that.
7. And your super-rockin’ Millennial friends, what is their relationship with wine? What place does the grape serve in their lives?
I’d say that most, if not all, of my friends are wine drinkers. It is a staple at meals.
And, in my experience, an invitation to attend a wine tasting event is typically met with a very positive response. I think that price might be more important for my age group when choosing a wine than for older generations.
While I’d describe my peers as wine drinkers, I don’t know many who I’d describe as connoisseurs.
8. Do you always serve wine at parties?
Always! I see wine as a must-have at parties. No matter how fancy or very un-fancy, I’ll always have wine available.
9. Did anyone influence you to try wine or to first discover it?
I first really discovered wine when I was living in Spain as a teenager. But the fact that my dad is a wine lover has certainly made a difference, too. Living in California and visiting wineries has also heightened my awareness and appreciation of wine.
10. What could a winery do, if anything, to influence your decision-making?
I think wine-tasting events could be really effective since positive associations and memories influence my decision-making. Tasting events also provide a valuable opportunity to try out new wines without investing in a whole bottle.
I imagine that occasional discounts would help, too. When I’m first getting to know a wine, I’m more likely to buy something that feels affordable. But once I’m hooked, I’m more willing to spend more.
11. When you and your friends are not drinking wine, what’s next on the menu? Spirits? Imported beer? Domestic beer?
It depends on the occasion. For dinners and most evening functions I’d say spirits. But for an afternoon BBQ we’d probably drink beer. I think imported beer (Heineken, Amstel, Guinness) is usually the favorite, with the exception of a few domestic breweries (New Belgium Fat Tire, Killian’s, Blue Moon) that are popular among my friends.
Thanks, Jean! Since you try to keep several bottles of each red and white around the house, I’ll be right over…cheers!
Two Milliennial interviews down…are we seeing any trends yet?
Let me know your thoughts and/or any questions you think I missed in the comments below. Thanks, peeps!
3 Comments
July 8, 2009 at 10:17 am
It’s interesting to see how millenials are so drawn to the label design. This generation grew up being pummeled with graphics, and it’s not surprising that when they purchase a product that they can’t smell or try first, that they rely on their emotional reaction to the packaging. It’d be interesting to ask her what kinds of labels influence her to make the purchase. Does she like exotic looking labels? Classic labels? California feeling labels? Or the more modern MTV type of labels? How do these different styles make her feel? Also, she is beautiful AND smart! Makes me excited about this new generation of wine consumers. Great find Todd!
July 9, 2009 at 9:46 am
[...] to see if her choices as a Millennial Wine Consumer were any different from those of Matt or Jean, my other two Millennial interviewees to [...]
July 11, 2009 at 12:57 pm
Thanks for posting, Jerry!
Good points about label design. I’ve been known to choose from a shelf of unknowns, in part, based on labels. There, I said it. (Whew.)